Today, people across the world use messaging applications such as Facebook Messenger and WhatsApp. In fact, more than three times the amount of these types of messages are sent out compared to regular SMSs.

With this in mind, it is no surprise businesses across the world are embracing these growing forms of communication to reach their audience. And to top it off, Facebook has now equipped brands with APIs that allow them to create a natural language bot to help customers with various tasks.

With this shift towards social media and private communications, brands cannot survive in this competitive world without embracing social platforms. Yet, having a profile page is not enough.

Chatbots are the new “it” marketing tool, and to succeed, you will need to adopt the 5 key considerations outlined below in your chatbot marketing strategy. Once made by developers you can now make them yourself using ChatBot building tools.

1. Connect Your Interface to Meaningful User Experiences

Although allowing consumers to communicate with a life-like chatbot is a step forward in the world of customer experience, challenging yourself by customizing your bot to answer customer demand is important.

Personalizing your chatbot, connecting the interface to meaningful experiences, and generally making your bot customer-centric is crucial to meeting your customers’ needs. Linking these with back-end processes and customer service bots will drive the success of the communications you have with your audience.

2. Include Loyalty Programs

Loyalty programs have proven to be a driving force when it comes to retaining customers. Coinciding these with the utility of your chatbot will drive traffic to it. Linking your chatbot to information about your loyalty programs will help customers engage more deeply with your messaging app.

Giving your loyal customers the chance to interact with your brand on such a personal level is a great way to encourage meaningful relationships. In exchange for their loyalty and participation, you can offer them points and rewards that will naturally move your audience through the buying process, allowing you to nurture long lasting relationships.

3. Activate Offline Media to Conversion Using Chat

Because chatbots today are reactive in nature, they can seem pushy when they are programmed to be proactive. Linking online and offline channels stops this from happening.

Using offline channels to make conversions via your chatbot will increase the effectiveness of all your channels, not just that of your bot. You can harness the power of traditional marketing channels through “call to actions.” These “call to actions” should feature promotional codes that clients can use to take advantage of a discount or special offer online.

Offline channels that can drive users to your chatbot through a “call to action” include:

  • Television
  • Events
  • In-store
  • Radio
  • Magazine and newspapers ads

4. Use the Right Mix of Automation and Human Moderation

Despite the fact that making a chatbot human-like is easier than ever, it is not recommended to pretend your chatbot is actually human. Be sure to tell your customers that they are talking to a chatbot and not a member of your customer care team.

It is not uncommon for chatbots to make mistakes. In fact, some have been known to be particularly offensive, so be sure to moderate your automated chatbot with a member of your team. This means that not every customer request will require an automated response. You will need to have a team member backing these requests in case they require a more personal response.

5. Tie First Party Data to Information in Your Marketing Database

Collecting data from any marketing channel is essential, but the surge of the chatbots is expected to bring forward data to companies that is essential to personalization and future marketing endeavors.

Tying first party data into your customer relationship management strategy and marketing database will help your team gather more extensive knowledge about your audience, giving your company an edge on the competition.

6. Focus On Conversions

Being ahead of the game and launching your chatbot early is important, but customer experience is key to the success of your business. Building a customer experience through your chatbot that is efficient will:

  • Increase your conversion rates
  • Help you gather and maintain loyal customers
  • Drive sales

Final Thoughts

The key focus your brand should have when creating a chatbot marketing strategy is the audience you are serving. By backing this new marketing channel with human help, personalization, the right data gathering, efficient “call to actions,” loyalty programs, and a correlation between online and offline marketing channels, you will be sure to gather a customer base that will last a lifetime.